Ogier Fiduciary Services rebrands as Elian

Following the management buyout from the Ogier Group in June, Ogier Fiduciary Services has launched its new brand and identity – Elian.

Commenting on the new brand, Elian CEO Paul Willing (pictured) commented: “As a completely separate business from Ogier, we have the opportunity to develop our own corporate identity.The new brand gives us the opportunity to refresh and re-state our values – the core principles by which we want to run our business and define the culture of our firm.”

The name was chosen in a staff competition, which generated over 800 suggestions.

Janice Lau, in the firm’s Hong Kong office, came up with the name Elian, the rationale being it is a combination of ‘elite’ and guardian’.